Super App & Digital Channel Senior Manager

A. ROLE PROFILE

Role Title: Super App and Digital Channel Senior Manager
Reporting to: Digital Tx, Products & Services Director
Division: Digital
Department / Section: Digital

B. CONTEXT

Purpose: To drive the growth and stability of digital platforms particularly the U9 App by increasing user penetration, enhancing customer engagement, and maximizing revenue contribution through digital channels. This role is responsible for ensuring the successful execution of the digital roadmap, delivering planned initiatives, and implementing impactful engagement campaigns across all key digital touchpoints, including social media, messaging apps, and in-app notifications.

Context: Digital Department is responsible to drive digital channel growth and revenue contribution on overall revenue as well. Also responsible for executing the overall business strategy to meet organisation goals and engage with customer via digital channel to achieve growth in digital penetration through digital channel. 

C. ROLE ACCOUNTABILITIES

• Works across revenue vertical of Voice, Data, MFS and Digital Services drive growth with the respective revenue Head

• Leads new product development from ideation to deployment to drive user engagement and revenue
• Continuously look at current and emergent trend in digital products and evaluate feasibility and viability to deploy for incremental revenue and engagement
• Leads and manages various features and sub-products to drive adoption, engagement and value
• Consistently analysis and evaluate new process, journeys and standards for better operational efficiency and user experiences resulting into increase revenue
• Drive exponential growth of app adoption and digital channel adoption
• Responsible for developing and executing the Sales Metrics such as (Acquisition, Activation, Retention, Referral and Revenue) to grow Digital Channels.
• Prioritize growth channels and optimize them to consistently improve the performance and revenue.
• Leads the business case development, project plans, forecasting, presentations, and communication plans to leadership and key stakeholders.
• Automate growth process to make it leaner, more efficient and on a start-up mode.
• Responsible to make the product more user-centric by working with internal stakeholders and Senior Management.
• Works with IT Department (IT Planning, BI, Network and Operation) to ensure optimal Application performance and functionalities are 100% working fines and to enhance and improvement of every product.
• Tracking App performance and done QA on daily basis and report to relevant stakeholders if there are any issues which can impact user experiences as well as revenue.
• Lead and define optimization efforts through data collection, testing, surveys and implementation of best practices
• Collaborate with CE and other stakeholders to ensure digital products are operationalized appropriately: always keeping the customer experience in mind
• Working with Brand and Marcom team to develop outbound and inbound marketing activities and make sure all written and verbal communication both internally and externally are of a positive, concise and enthusiastic natures

D. KEY PERFORMANCE INDICATORS

• Digital Channel Users (Daily Active and Monthly Active Users)
• Digital Revenue and Recharge Contribution
• Digital Revenue (Data + Voice)
• Digital App Transaction Users
• 99.99% stable Application

E. WORKING RELATIONSHIPS & DECISION MAKING

Interacts with:
Internal:
CXOs for Business performance analysis and revenue management strategies
Other product/services leads for developing customer value creation strategies
Finance and BI for reporting and revenue realization
IT teams for technical implementations
Brand and Campaign Managers for Promotion planning and efficient execution
RBHs/Regional teams for driving the on-ground activities
External:
Potential Partnerships companies for cobranded promotions
Decision Making
Product Roadmap
Product and Pricing strategies
BTL Campaign and Promotions

F. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

• 7-10 Years of Telecom experience
• 4-5 Years of Business development/Product Management
• Detail understanding of Telecom Industry, trends and Marketing tactics
• Proven leadership experience in managing mobile apps (e.g., Super App or lifestyle app) and driving user growth, engagement, and monetization.
• Strong track record in managing cross-functional digital projects, including user acquisition, retention, platform stability, and revenue optimization.
• Experience in executing digital roadmap and multichannel customer engagement (e.g., Facebook, Messenger, Push Notification, Telegram, Viber, SMS).
  

Minimum Entry Qualifications

• Bachelors degree in Business Administration, Marketing, Digital Media, Information Technology, or a related field.
• Masters degree in Digital Business, Technology Management, or MBA is a strong advantage.